Brewers' store goes retro

The Milwaukee Brewers have completed a merchandise overhaul of the Fan Zone retail store at Miller Park and added a line of retro gear that features the colors and logo worn by the 1982 American League championship team.

The overhaul is part of new owner Mark Attanasio's review of the team's business operations, said Rick Schlesinger, Brewers executive vice president of business operations. The retro items include hats, shirts and sweatshirts.

Brewers management decided to dedicate an entire corner of the store to women's apparel, including T-shirts, jerseys and formal wear. Also new is a value pack, in which fans can purchase a hat and T-shirt for $19.

"The value pack is the direct result of feedback from fans who have expressed a desire for a lower-priced option," Schlesinger said.

-- Mark Kass

Miller has best brand awareness for state products

Miller beer tops a list of Wisconsin products for brand recognition, according to a study commissioned by the Madison Chapter of the American Marketing Association.

The survey, conducted by Chamberlain Research Consultants, Madison, asked respondents to name three Wisconsin brands. The 600 respondents statewide mentioned Miller 21.5 percent of the time, followed by Harley-Davidson motorcycles at 11 percent and Wisconsin cheese at 10.5 percent.

"We were not surprised to see Miller and Harley-Davidson at the top of the list," said Heather Hagenow, vice president of communications for the AMA's Madison Chapter and creative director at Chamberlain. "What is surprising is how low the percentage is."

Milwaukee Brewing Co. runs the Milwaukee Ale House, 233 N. Water St., and is spending $1 million to open another brewery at 613 S. Second St. The Milwaukee Brewing brand is growing with the addition of three microbrewed bottled beers as well as expanded distribution in Wisconsin, Illinois, Michigan and Minnesota, said Jim McCabe, owner of the brewery.

"Our goal is to re-establish Milwaukee as a city with great, fresh beer," McCabe said.

The Ale House has been selling one of its brands, Louie's Demise Amber Ale, in liquor stores since 2003.